Prospective clients, people who read your articles or listen to your presentations, want to know what you do and how you can help them.
Tell them what, not how.
It’s okay to speak about your process in general terms. A few words about how you’re different and better. But keep the details to yourself.
It’s your intellectual property and you don’t need to share it.
What about paying clients? Aren’t they entitled to know?
Not really. They’re paying for your efforts and results, not your methods. So don’t tell them “how” unless you want to.
In your next article, blog post, or presentation, give folks the big picture, get them excited about the results you can get for them, but just as the magician doesn’t share their secrets, you shouldn’t share yours.
As author William Zinsser put it, “Readers should always feel that you know more about your subject than you’ve put in writing.”
